Old European brands aren’t cool anymore

This is Coolbrands 2015 list of the top brands, chosen by a panel of experts and 2,500 members of the British public. They don’t disclose the weighting.

What’s striking about this list is the prevalence of new(ish) digital brands and relative absence of classic brands, particularly big fashion houses. It really is out with the old and in with the new. I make it seven tech brands and, being generous, five classic brands (Ray Ban, Alexander McQueen, Chanel, Aston Martin, and Liberty). Sony, Bose, Rolex, Dom Perginon, and Selfridges all fell out of the list.

There’s also a shift towards US brands. Apple has been top for four years in a row now.

Looking at the types of brands that are doing well I’m struck by the extent they are rooted in great product. I like to say that the essence of a strong brand is a good promise delivered and companies like Apple, Instagram, YouTube and Spotify all deliver in spades. That contrasts with some of the brands that are falling off this list which are rooted in prestige.